March 09, 2018

A Musical Hold Time

How long are you willing to wait on hold? What do you prefer to listen to while waiting? Unless the call is extremely urgent and I need to talk to an agent ASAP, I will most likely hang up as I don’t care to listen to repetitive promotions and ads.

According to Small Business Chronicles, callers tend to hang up at around the 115 second mark, so a little under two minutes. And once a consumer hangs up, it is believed that they will not be calling back again.

Yes, having amazing and empathetic agents in place at contact centers is extremely important to keep the wheels turning. But, how does a business get the caller to stay on hold long enough to get to this accommodating agent? I was once on hold and offered a few genres of music to listen to while I waited and this is seemingly the way to go.

To 88 percent of callers, music and informative content keeps interest while spending time on hold. Companies such as Sixieme Son and GM Voices main focus is to create brand music to make hold times much more tolerable.

By analyzing business metrics and checking out the competition’s methodology, music branding organization’s can tailor audio to each corporation. But, audio is not enough, as research has found. While on hold, callers also want to hear informative information about the company, upcoming products, ingredients, discounts.

CallSpace’s recently patented bot is able to identify each caller and tailor the content meshed with the audio. Between stimulating or brand-centric music and some informative news blasts, a caller is less likely to hang up. Getting callers to make it to the agent is a great feat, especially if they surpass the two minute hold time mark. Now, agents can work their magic and either sell, resolve an issue or do both.

Does your business have a hold time plan in play? 

Edited by Maurice Nagle

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